Supercheap Auto has announced significant changes to its loyalty program, phasing out the Best Price Credit feature, which it describes as “underpinned by luck.” This benefit, which refunded the difference for items that went on sale within 14 days of purchase, will be replaced by a new Spend and Get feature starting from July 1.
The current Best Price Credit will remain valid until June 30 for purchases made both in-store and online. Any credits accrued must be used before their expiration or they will become void. Under the new system, customers will earn a $5 credit for every $100 spent on eligible items. This credit, similar to its predecessor, will have a 28-day expiry.
Reactions among Supercheap Auto’s club members have been mixed as they evaluate whether the new program offers improved value. Some shoppers expressed disappointment over the removal of the Best Price Credit, citing it as an effective incentive for shopping at Supercheap. Conversely, others noted the ease of the Spend and Get system, viewing it as straightforward compensation for their purchases.
A spokesperson for Supercheap Auto asserted that the revamped program aims to reward customer loyalty more effectively, aligning with evolving shopping habits. They emphasised that the new model provides direct benefits tied to spending, rather than relying on chance.
The spokesperson remarked, “This benefit rewards our customers every time they shop with us—the more they spend, the more they get.” They acknowledged the appreciation customers have expressed towards the new approach, highlighting its certainty and immediate benefits.
Supercheap Auto’s decision to update its loyalty strategy comes amidst broader trends in the retail sector, with several companies adjusting their loyalty offerings. Recently, the parent company, Super Retail Group, indicated potential pressures on profit margins, revealing a slight decline in like-for-like sales growth for Supercheap Auto in the latter half of the financial year.
As the retailer transitions to this new loyalty program, it remains to be seen how these changes will affect customer retention and overall satisfaction.